Within each industry there will always be related trade press. These are usually magazines, periodicals and websites that contain information pertinent to your specific area of interest.
The events industry is no different, and even more specifically there will be publications and press that relate very closely to the sector of the industry in which you operate.
If you are the kind of company that offers support for private events such as weddings, private parties, catering etc then you will need to research this market. It’s worth also considering generic lifestyle press too as this will often have general interest articles that might relate to the services or products you offer.
For trade press in more specialised corporate areas, there are publications and sites covering everything from event management and entertainment, through to venue location and meeting planning. You should try to keep in touch by glancing at all of them, although this can take up considerable time if you have to cover a lot of publications! Perhaps set aside a special time each day or week to go through the relevant media.
Stay in touch
Reading these publications and sites is important for several reasons. Firstly it keeps you up to date with industry news. What’s happening in the world of your type of events, new ideas and concepts, new appointments or launches – in short, the news you need to keep in touch and abreast of relevant matters
It also gives you the opportunity to keep an eye on your competitors and what they’re working on. As with the interest of a new launch comes with knowledge and therefore new ideas. It’s a vital way to stay in touch with the competition and what they’re doing, and to try to ensure you either stay one step ahead, or that you perhaps endeavour to offer something different , thereby setting yourself apart from the others too.
Using it for your own announcements
Of course it’s not just for reading about others. You should also use the trade press for your own announcements, send in press releases and so on to generate interest in what you have to offer. It might seem like you are simply offering information to the competition, and you may well be right. But there are also event bookers reading these publications, and unless you’re in there, fighting your own corner it will be the competition that gets the phone call.
Many of these publications will be requested circulation, so that the publishers know exactly who is reading them . This will help enormously if you decide you’d like to advertise, for example. You can ascertain what kind of reader a magazine has by asking for circulation details. Equally, there will be publications you can request to be sent. A very large proportion of trade publications will be free of charge to the reader, relying on advertising revenue to exist.
Website and newsletters
With websites, you can choose to have them send you newsletters, and this can be a way of avoiding having to read them daily. They might send you a daily, weekly or monthly bulletin to your email inbox, with a précis of the important news, letting you choose whether to click through and read the full story or not